wtm 2018 statistics - b-for · international travel & tourism awards brand usa, las vegas...
TRANSCRIPT
WTM 2018 Statistics
*Attendance of 51,409 with a total of 88,742 visits across
the 3 days.
*2,700 International Trade & Consumer
Media.An increase of 1%
from 2017.
*32,700 Visitors representing a 6%
increase from 2017.
*744 Main stand holders.
3,920 Exhibiting Partners.
186 countries represented.
*9,363 WTM Buyers’ Club Members, the most influential &
Senior Professionals in the Travel Industry.
*17,567 exhibitor invitees attended
WTM London across the 3 days to conduct high level-meetings
& conclude business deals.
*ABC unaudited at time of report creation
Meet the buyers you desire interested in the USA
1 in 4 of these WTM Buyers’ Club Members sell the USA direct to
the consumer.
WTM London sparked over one million meetings
resulting in around 3.35 Billion in
contracts.
40 % of WTM Buyers interested in US
Product were CEOs/MDs or
Partners/Owners.
1 in 5 WTM Buyers’ Club Members sell
travel to the USA and were interested in
purchasing US product.
55% of WTM Buyers’ Club Members
interested in purchasing US product were from
the UK, 25% from Europe and 20% from the Rest of the World.
WTM London 2018 Online Statistics
WTM London has over 92,500 followers on
twitter, over 43,000 on Facebook and over 2,500 on LinkedIn.
The Events page which includes Press Releases, Exhibitor
News and The Media Diary of Events
received 99,462 page views.
Online Exhibitor Directory saw 1.5
million page views.
WTM London saw a 5.8% rise in page views to more than 8.4 million
to the main website.
7.6 million impressions across all social media
channels.
9% increase in total followers YOY.
WTM London 2018 USA Online Statistics
97% of US exhibitors completed their online profile to a high level.
Strong online profile completion generated 16,874 Profile Page Views & 2526 leads
for Brand USA Pavilion Partners.
US exhibitors achieved 30% higher
profile views and 10% more leads than the average exhibitor.
Brand USA’s Profile Page views were the 5th
highest amongst all destinations.
The USA was the No.1 viewed destination with the highest Page Views when including all US
States.
Onsite Exposure
Brand USA took advantage of a new form of promotion to “Market The US Welcome” via a branded carpet surrounding all US stands and by sponsoring the main North American Entrance S3, one of the busiest entrances in the whole show. This helped the USA achieve stand out and bring the US Welcome to life.
PR & Media Exposure achieved
Brand USA & US partners gained exceptional PR exposure, Brand awareness and promotion across the following media & events.
• WTM Exhibitor News
• WTM Media Diary of Events
• WTM Official Partner Publication Coverage & Press Coverage
• WTM Education Seminars
• Onsite Interviews
• Radio Coverage
• BBC World News
• Social Media
• International Travel & Tourism Awards
Exhibitor News
Exhibitor News is distributed to all Trade & Consumer Media attending the show plus featured on the WTM London website, which has over 2100 views - http://london.wtm.com/media-centre/
Inclusions from Brand USA Pavilion Partners & other US Partners included:
• The Palm Beaches
• Alabama Department of Tourism
• Dallas Fort Worth
• Arizona Office of Tourism
• NYC & Company
• Las Vegas Convention & Visitors Authority
• Nevada
• Fort Myers and Sanibel
• Fort Lauderdale
Media Diary of Events
The Media Diary of Events is distributed to all Trade & Consumer Media attending the show plus is featured on the events section of the WTM London website which has 99,462 page views.
Inclusions from Brand USA Pavilion Partners & other US Partners included:
Educational Sessions
• Coping with Success – Christopher Heywood,
Senior VP of Global Communications NYC &
Company
• Luxury Travel in 2019 – Cathy Tull SVP
Marketing LVCVA
• Indigenous Tourism – Camille Ferguson,
Executive Director, American Indian Alaska
Native Tourism Association
On Stand Events
• The Great Lakes USA
• Las Vegas Convention & Visitors Authority
• Bike Rent NYC
WTM Interview Wall
• Becky Blaine, Deputy Director of Tourism,
Arizona
• Grey Brennan, Head of Alabama Tourism
• Steve Hill, CEO & Cathy Tull, SVP of Marketing
LVCVA
WTM London Official Publications
Brand USA Pavilion Partners & other US Partners were featured in the following official WTM Partner Publications and E-news letters.
WTM Insights Magazine Summer edition p40 – BRAND
USA America’s Musical journey.
WTM Daily Day 1 – p50 to 60.
TTG Email WTM
Day 1 – Brand USA
MegaFam launch.
WTM London Official Publications
TTG Email WTM Day 2 – NYC &
Company.
WTM day 1 TTG
video included an
interview with Heidi
Hayes from
LVCVA.
WTM Final
Day TTG
Editor show
floor
interview –
NYC &
Company
mentioned
and Pride
coming to the
USA.
WTM Final Day TTG Editor show floor
interview – NYC & Company mentioned and
Pride coming to the USA.
TTG Luxury Travel – WTM Day 1
Educational Seminars
• Indigenous Tourism Session, included Camille Ferguson, Executive Director, American Indian Alaska Native Tourism Association. This session attracted 76 visitors.
• Cathy Tull, SVP Marketing LVCVA was a panellist in the Luxury Travel in the Luxury Travel 2019 session. This session was one of the most popular and attracted an audience of 131 visitors.
• The ‘Coping with Success in Major
Cities’ Session included Christopher
Heywood Senior VP of Global
Communications NYC & Company
and attracted an audience of 176. A
short video of this has been promoted
on all WTM social media channels
and is hosted on the WTM London
YouTube channel.
Onsite Interviews
Show Floor Interviews: Here is what some of the Brand USA Partners & other Partners had to say about their product and the value of WTM. These interviews have been promoted across all WTM London social media channels and are uploaded onto YouTube.
• Toby McCarrick, Executive Director Great Lakes USA
• Will Hubbard – Escape Campervans
• Bob Schumacher, CEO United Airlines
• Claudia Menezes Pegasus
• Joe Camerota, MD – BIKE Rent NYC
WTM Interview Wall Interviews:
• Becky Blaine, Deputy Director of Tourism, Arizona
• Grey Brenan, Head of Alabama Tourism
• Steve Hill, CEO & Cathy Tull SVP Marketing LVCVA
Onsite Radio Interviews
Radio Interviews were conducted by the WTM Broadcast Agency onsite. These interviews were then pitched out to UK radio stations and TV. Texas Tourism part of the Brand US Pavilions and Kennedy Space Centre a sharer on the Visit Florida stand both achieved the following results from this activity:
• Tommy Woods – Texas Tourism
3 x Pieces of coverage on BBC Radio Wiltshire, The
Source & Radio Saltire.
Total Audience Reach – 153,000 consumers.
Advertising value almost 12,000 – Equivalent PR
value £36,000.
• Don Thomas – NASA Astronaut (Kennedy Space
Centre – Visit Florida)
4 x Pieces of coverage on BBC Leeds, BFBS
Radio, Radio Cardiff, BFBS 2.
Total Audience Reach – 683,000 consumers.
Advertising value almost 22,400 – Equivalent PR
value £67,200.
Onsite TV Interviews
Talking Business with Aaron Heslehurst on BBC World News is a half-hour daily TV business programme which takes financial news from the board room to the sidewalk, with live reaction to events on Wall Street and studio interviews with major CEO's. This channel has a total audience of 99 million viewers.
TV Interviews were conducted onsite at WTM and included Anette Kaiser–Rott from Visit California.
WTM London Social Media Engagement with Brand USA
Current following per channel:
• Twitter: 92,500 followers
• Facebook: 43,000 followers
• LinkedIn: 2,596 followers
Engagement received over one week, for 4 to 5 promotional posts per channel tagging @BrandUSAdirectly:
• Twitter: 6,709 impressions, 77 engagements
• Facebook: Over 4,300 people reached, 121 engagements, 356 video views
• LinkedIn: 1,411 impressions, 24 engagements
Overall, these posts have been amongst the most popular and engaged with we’ve seen post WTM London 2018 across all social organic channels.
WTM London Social Media Engagement with Brand USA
International Travel & Tourism Awards
Brand USA, Las Vegas Convention &
Visitors Authority plus Visit Orlando put
forward entries in and were all
shortlisted in the inaugural
International Travel & Tourism Awards.
This initial and prestigious awards
ceremony attracted 450 Travel
Tourism Professionals & members of
the International media.
• Brand USA – shortlisted for their National Parks Adventure Campaign in the Best National Tourism Board/DMO
Category
• Las Vegas Convention & Visitors Authority – shortlisted in the Most Innovative use of Technology within a
destination.
• Visit Orlando – Achieved Silver status in the Best PR Campaign for Orlando’s BIG Thank You.
A press release announcing the short list was sent in August to our full database which includes over 100
consumer media publications in the UK & Europe , 50 International trade media partners, plus across all WTM
London Social Media platforms.
To Summarise…
• *Independent research shows that each US exhibitor greeted on average 128 delegates on their stand, 42 of these visitors being new contacts.
• Each US exhibitor had on average 32 formal meetings on their stand with high level Buyers, Travel Trade Partners plus Trade & Consumer Media specifically interested in the USA from the UK, Europe and International Markets over the 3 days of WTM.
• *Independent research demonstrates that business deals secured by US exhibitors through negotiations during WTM London 2018 will total almost £90 million (£89,527,401).
• More than 1800 WTM Buyers’ Club members who attended WTM London 2018 were interested in purchasing US Product.
• Brand USA achieved an unrivalled level of promotion and PR exposure for the USA, Brand USA’s key messages plus for the US Partners destinations, products and services across a multitude of platforms (Trade Press, Consumer Media, TV , Radio, Social Media).
• Engagement and interest in the US market was outstanding, the USA combined with participating US states was THE NUMBER 1 most visited country on the online directory out of 186 exhibiting countries.
• US Exhibitors achieved 30% higher profile views and 10% more leads than the average exhibitor.
We look forward to welcoming you at WTM London 2019!
*Fusion Insight annual post show research